Towards Symmetry in the Law of Branding
Georgetown University Law Center
Fordham Intellectual Property, Media & Entertainment Law Journal, Vol. 21, pp. 971-982, 2011
Georgetown Law and Economics Research Paper No. 11-26
Companies sometimes want to abandon an old identity and rebrand with a new one. Trademark law probably does not have much to say about rebranding in itself. But we should be careful about how we think about rebranding and other undisclosed source relationships because, if not handled properly, law’s recognition of such techniques could end up reinforcing trademark owners’ ability to deter competition and control free speech.
Number of Pages in PDF File: 13
Keywords: trademark, branding, advertising
JEL Classification: K00, K39, K19, K29Accepted Paper Series
Date posted: October 25, 2011
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